People spent 2.9X more times on the Nestlé website compared to other campaigns when the food and beverage giant created a bot for Messenger that kept its brands at the top of people’s minds during Ramadan.
Raising brand engagement at Ramadan.
Founded in Switzerland in 1866, Nestlé has grown to include more than 2,000 well-known brands, it’s Middle Eastern portfolio includes household names like Maggi, KitKat, Nespresso and Nestlé Dolce Gusto.
With the knowledge that food and beverage are at the top of people’s minds during Ramadan, Nestlé wanted to raise awareness of its brands during the holy month, whilst at the same time gaining insight about the people it was reaching.
Nestlé created a bot for Messenger to help people with their needs during the busy Ramadan period. Suggesting helpful products and providing useful information, the bot could keep Nestlé and its brands in people’s daily conversations and drive them towards choosing Nestlé products out of convenience.
Given that conversation about food increase by 25% during Ramadan, this helped Nestle drive consumers towards their brands with daily food notifications. As Nestlé’s portfolio includes brands across all consumer product groups, the bot could easily suggest relevant ideas and products. If the bot was asked about what to prepare for Iftar (the evening meal), Suhoor (the morning meal) or snacks, it could direct people to its various brands like Maggi or KitKat.
As Nestlé knew that online sales increase by 35% during Ramadan, the bot was also well-equipped to make gift suggestions from Nespresso and Nestlé Dolce Gusto. People could also share a basic customised greeting card with their friends on Messenger by using the bot, increasing engagement with both brand and bot.
83% of people in the region celebrate Ramadan, the campaign would have widespread reach across gender, age and nationality. Developed in the UAE, the campaign also ran in Saudi Arabia, Kuwait, Bahrain, Qatar and Oman. The bot communicated in English or Arabic based on a person’s location. There were five categories for people to ask questions within: food ideas, general information about Ramadan, health and wellness, entertainment and gift ideas.
The bot for Messenger helped drive awareness of its brands during Ramadan by offering suggestions. Running from May 15–June 5, 2019, the campaign achieved 2.9X increase in time spent on the Nestlé website compared to traffic from usual Facebook campaigns. Not only did 35% of people interact with the bot during more than one session but also 30% of people who interacted with the bot subscribed to the recipe section. The bot for Messenger also captured basic first-party data, which allowed Nestle to better reach its consumers in future campaigns.
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